Emotional Personality Traits and Attention

• Emotion and attention go hand in hand.
• Science teaches us that without emotion, there can be no attention.
• Your medium is your message.
• Identify the emotions conveyed by each of your media to maximize attention. 
• By switching from low- to high-attention formats, low-emotion ads see an 81% uplift in viewing. 
• High-emotion ads see a 106% jump on this metric. And look at profits ! 

EMOTRAITS MODEL (Download to enlarge)

Distribution of attention segments

• The distribution of Zoolook Intelligence attention types is quite similar to that obtained by Karen Nelsen-Field, the pioneer in advertising attention.
• In her book The Attention Economy and How Media Works, she gets 32% for active attention (ZI : 28%), 54% for passive attention (ZI : 55%)  and the rest 14% (ZI : 17%) being inattention.
• Moreover, according to international research firm Millward Brown, only 25% of people remember both a message and the brand associated with it. This figure is very close to our active attention percentage.

6 EMOTIONAL PERSONALITY TRAITS

(Source : Vividata, Autumn 2023, N = 40 000 respondants)

The Happiests (exhilaration/Joy) 

15% OF CANADIAN POPULATION (14+)

ADVERTISING :

• This segment is very receptive to all traditional media, which they consider trustworthy.
• This is particularly the case for print.
• For them, reading print media provides an uninterrupted, personal and relaxing experience.
• The happiests also stand out for their obvious interest in all local media.
• They have active attention.
• The Amplified Intelligence firm classifies exhilaration as an emotion that triggers active attention.
• System 1 Group gets five out of five stars with this emotion.

MONEY AND WORK :

• This is the only segment that has already taken steps to ensure sufficient income in retirement.
• The rising cost of living has no impact on the amount they can save.
• Their work is very rewarding and they are very dedicated to it.
• They like to learn new things.

CONSUMPTION :

• The happiests like to plan far into the future and are disinclined to make impulsive purchases.
• Bargain hunting is not for them but they know how to seize opportunities.
• They are willing to pay more for quality.
• They tend to practice sports performed in a mobile, variable and unpredictable environment (bicycle, motorcycle, motorboat) which requires a lot of attention.

VALUES :

• They like to live a life filled with challenges, novelties and changes.
• How they spend their time is more important than how much money they make.
• Family is very important to them.
• They do not believe that children should be given the right to express themselves freely.
• They like to take calculated risks.
• They are interested in political issues and what is happening in their community.

CONCERNS :

• This is the group that controls stress best.
• They are very relaxed.
• After the Cautious segment, these are the ones who have the best quality of sleep.
• They could live without the internet and social media which they distrust.
• They trust traditional media websites which they consider to be fair and important for maintaining democracy.

 The Explorers (astonishment/surprise)  

13% OF THE CANADIAN POPULATION (14+)

ADVERTISING :

• The explorers are very open to the internet, digital media and podcasts.
• The first and last thing they do in a day is check social media.
• They encourage businesses that sponsor events (sports, exhibitions, music). 
• They pay active attention to advertising and particularly sponsorships.
• The research firms Amplified Intelligence and System 1 Group consider that astonishment greatly promotes active attention.

MONEY AND WORK :

• When they make household purchases, they budget every penny.
• They are real bargain hunters.
• On the other hand, they avoid house brands.
• On the work side, the explorers feel pampered by their employer.
• This situation helps them to reconcile work and family life.
• They favor teamwork.

CONSUMPTION :

• They act on the spur of the moment and hate routine.
• Everything new, techno, creative and innovative arouses their interest.
• They promote local purchasing, ethical products and companies that support their causes.
• They change their decorations often.
• They also like to play sports performed in a variable and unpredictable environment (Volleyball, baseball).
• Obviously, they are influenced…by influencers.

VALUES :

• They are pro free trade, globalist and multicultural.
• They have very strong spiritual values ​​and practice volunteering.
• They prefer brands that support their causes.
• They want to understand nature and the environment.
• They like simplicity and authenticity.
• This is the most optimistic segment.
• For them, friends are more important than family.

CONCERNS :

• They are aware that they should reduce their alcohol consumption.
• They worry about apps that use a lot of their data.
• They sometimes doubt the authenticity of companies that claim to be green.
• They believe people rely too much on television to relax.

The Materialists (anger/frustration)

16% OF THE CANADIAN POPULATION (14+)

ADVERTISING :

• This is a segment open to digital advertising.
• Sharing their data online does not scare them if in return they receive more personalized advertisements.
• They does not have active attention given their unstable mental health and impulsivity.

MONEY AND WORK :

• To be successful is to be rich. That's their motto.
• They are not afraid of getting into debt and using their credit cards.
• The Materialists are of course careerist.
• They worry about their work during their leisure time.
• The Materialists like to have a standard of living that impresses others.
• They are very competitive both at work and in everyday life.
• Members of this segment are also formidable sports bettors.

CONSUMPTION :

• The materialists are impatient.
• They make a decision quickly based on their instincts, which often leads them to spend without thinking.
• Having a lot of choice of products or services is a blessing in their eyes.
• If they can and if they have the choice, they will prioritize quality and luxury. Especially for cars.

VALUES :

• Their way of seeing life is radical :
• Marriage is outdated.
• A woman must sacrifice her career to raise children.
• Environmental issues take up too much space.
• Inner beauty does not interest them.
• Company has no obligation to act like a responsible citizen.
• For them, rules are made to be broken.
• Friends come before family.

CONCERNS :

• Even if they have no trouble meeting new people, the materialists feel alone and isolated from others and sometimes even depressed.
• They feel intimidated by a group of young people.

The Saddests (sadness/boredom)

15,8% OF THE CANADIAN POPULATION (14+)

ADVERTISING :

• They have little interest in advertising other than online advertising.
• They are moderately multitasking in their media consumption.
• The Saddests have passive attention to advertising.

MONEY AND WORK :

• The saddests feel exhausted by their work.
• Working in a multicultural environment is not something they envision.
• They have not yet taken steps to ensure sufficient income in retirement.
• This segment are unable to reconcile family life with their professional life.

CONSUMPTION :

• They do not plan their weekly purchases.
• The Saddests prefer house brands to well-known brands.
• They don’t believe in doubting the quality of the things they buy online.
• This segment might get a few things from an online auction.
• They are also open to making a large transaction online.
• The saddests prefer to avoid chain stores on major commercial streets as well as buying local.
• On the food side, they are not willing to pay more for more quality.
• They like to eat take-out meals to avoid cooking.
• Members of this group would rather go out than stay quiet at home.
• They have little interest in sports that require them to be more alert, apart from tennis.

VALUES :

• They do not believe that families can be loving and supportive without the typical family structure.
• In this regard, family is not a priority for them.
• The Saddests like to judge others for how they choose their lives.
• Learning and understanding something new is the least of their worries.
• This is the least green segment.
• They do not have negative perceptions about cannabis and its possible harmful effects.
• Members of this segment are against free trade.

CONCERNS :

• This is the most pessimistic group.
• In fact, they are the ones who have the least confidence in their government to meet future global challenges.
• The Saddests envy their friends' lifestyle.
• They have little time to relax.
• Their work is not recognized for its true value and their employer is unfriendly.
• The stress they experience at work proves unmanageable.
• Their sleep quality is slightly below standard.

 The Cautious (fear/anxiety)

 23,5% OF THE CANADIAN POPULATION (14+)

ADVERTISING :

• The cautious almost never consume media simultaneously.
• On the other hand, it is the segment most resistant to any form of advertising.
• The best strategy with them is to prevent the advertising from looking like an advertisement (advertorial, native advertising, advertising read by the host live on the radio, etc.).
• The problem-solution approach is preferred.
• They have a very passive attention to advertising.

MONEY AND WORK :

• The cautious have time to accomplish all their tasks in a day because the majority are retired.
• They manage their own finances and are in full control of their obligations in this regard.
• Their main goal is not to make a lot of money as quickly as possible.

CONSUMPTION :

• It is not a group that decides on a whim.
• They are rational and patient in their approach.
• They are not at all attracted by novelty, regardless of the category of product or service and even less by current trends (organic, probiotic, design, electric cars and clothing fashion).
• The cautious buy in store rather than online but they hate window shopping.
• They are not willing to pay more for better quality.

VALUES :

• As the least extravagant segment, they do not have very expensive tastes.
• They are not afraid of getting old.
• They do not seek to find faults in others.
• Physical activity and good health practices are not an integral part of their lives.
• The Cautious prefer to stay quiet at home than to go out.
• For them, the rules are there to be respected.
• The Cautious are among the least environmentally conscious groups.

CONCERNS:

• Cautious people are concerned about the harmful impact that cannabis can have on the physical and mental health of users.
• They believe that cannabis potentially leads to even more dangerous drugs.
• This is by far the segment that likes to take risks the least.
• Members of this segment are rather pessimistic.
• They feel overwhelmed by new technologies and the internet.
• They are still the ones who sleep the most peacefully, probably due to the fact that they make careful decisions.

The Princesses (disgust/disconfort)